THEY. interview: 'The Nü Religion is a new way of thinking, a new way of challenging what is out there'

The LA duo already have Timbaland on side, but with their new album, they're hoping to join the likes of Frank Ocean as R&B free-thinkers 
Pushing forward: They.
Sumit Rehal21 February 2017

As the music industry starts to see uncompromising artistry achieve success again, with the likes of Chance the Rapper bringing home the goods at the Grammy Awards, THEY. are looking to lead the frontline in the next generation of creative R&B.

The Los Angeles based duo pride themselves on not putting barriers on the music they create, which can be heard throughout the tracks from their debut album, Nü Religion: Hyena.

"The beautiful thing about being an artist is that you can do what you want: a lot of the time people get stuck in one sound and feel it has to work in a certain structure," lead singer Drew Love says.

"We play in response to whatever our is mood at the time. It comes from our background of being songwriters and producers for others, where people were telling us to play a certain way.

“We were striving to be free for so many years and now we have this chance we can really let loose."

'We were striving to be free for so many years and now we have this chance we can really let loose'

THEY.’s other half Dante Jones is already a Grammy winner, for his contribution to Kelly Clarkson's 2011 album, Stronger. The producer explains what the group's mission is now they have creative freedom: "We want to inspire kids to make music and for them realise that there is something that they can do by opening their minds to musical possibilities. I mean, who would have thought that two black kids from America would make grunge inspired R&B?"

The duo are developing on a new R&B movement that is growing in LA: "It's such a great time for music but it's a two sided coin, you have people who can be themselves like Frank Ocean, Jhene Aiko and Anderson .Paak but you have those who really get muddled in lackadaisical music." Drew says, “I think it's a great time for us to be starting our stuff because we have a pedestal to show that no one sounds like us and we can make a cohesive album with each song sounding different from different genres.

Air of mystery: the duo aren't hunting fame

"Recently in LA, you had a movement where a lot of like minded people just came together and grew. There are so many creative minds out there and the next 3-5 years in music will be so interesting and I'm excited to be part of it."

The two are not taking their rise for granted. They share a story about veteran producer Timbaland, who gave them advice while they worked together.

'Timbaland gave us a lot of insight on what we have to do to sustain'

"Timbaland gave us a lot of insight on what we have to do to sustain," Dante says, "My favourite moment was when he gave me an assignment, then when he came back and I pressed play for him, he was like 'This is tight man, you made uncle proud!' That was the biggest moment for me because I idolised him and now I have his approval."

This vote of confidence has spurred THEY. to keep their innovative sound going with Nü Religion: Hyena, as the concept of the album runs deep with the band's progressive philosophy.

"The Nü Religion is a new way of thinking, a new way of challenging what is out there and what things are 'supposed' to sound like," says Drew, "It's based on positivity and knowing the power of your mind while constantly challenging the norm by being yourself.

"It's alright not to be perfect so we want to show that real emotion.”

Nü Religion: Hyena comes out February 24.

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